Grand Rapids, Michigan, filmmaker Rob Bliss is known for his fun publicity stunts — a giant downtown water slide, a shower of paper airplanes tossed from skyscrapers — which he turns into viral videos for the internet. But recently he decided to do more work “for a better purpose.” And so his latest project focused on just one man: Jim Wolf, US Army veteran.

Wolf had struggled for decades with alcoholism and poverty when he agreed to take part in Bliss’ video. Grand Rapids’ Degage Ministry, which offers services to homeless and disadvantaged city residents, brought the two together, with a local stylist and production team volunteering their expertise. To give Wolf an extra boost of confidence so often tied to perception of external appearance, the team set off transforming him into a dapper gentleman.

Degage’s executive director, Marge Palmerlee, said she’d like the project to help change the way people look at the homeless, so they can get the help they need.

Everyone is worthy of being treated with dignity and respect. An outward transformation is important, but an inward one is more important.

Bliss explained that he found inspiration in the Dove Evolution video, created to show just how makeup, hairstyling, and a bit of Photoshopping can drastically change our perception of women, from ordinary to model material.

The homeless are people we ignore every day. [The video shows how] they can look like they’re meant for the cover of GQ — they have that potential, too.

Wolf — who Bliss described as a “big talker” — was abnormally quiet during the process. But since the makeover, he’s found his own apartment and attends Alcoholics Anonymous meetings regularly. Take a look: